Multi-Touch Attribution, A Full User Debrief
SEPTEMBER 14, 2016
Multi-touch attribution is a martech function of an advanced attribution solution. But multi-touch attribution is broad topic that spans a plethora of models, integrations, and strategies. What is multi-touch attribution? Does multi-touch modeling (vs.
CMO's Organizational Readiness Indicators for Multi-Touch Attribution
AUGUST 26, 2016
Usually, this is due to the fact that their marketing org continues to use single-touch attribution models. How does a marketing leader know when their organization is ready to adopt a multi-touch attribution model across their marketing org?
The Amazing Power Of Multi-touch Lead Engagement
MAY 2, 2016
They’re an example of multi-touch lead engagement. Nonetheless, multi-touch lead engagement is the next best thing. We live in a multi-channel marketing world. Why is Multi-Touch Lead Engagement Important Today? Benefits of Multi-Touch Lead Engagement.
Here’s How Switching To Multi-Touch Attribution Changed The Way We Do B2B Marketing [Data]
JANUARY 25, 2016
By now, most B2B marketers understand that multi-touch attribution is a better, more accurate way to quantify the effects of their marketing efforts, compared to single-touch attribution. Why We Switched To Multi-Touch. Multi-Touch Attribution Data. (We
A Multi-Touch, Multi-Media, Multi-Cycle Strategy Multiplies Results
JULY 20, 2016
I field a lot of questions about what I call our multi-touch, multi-media, and multi-cycle strategy. Many of the questions I field have to do with number of touches and the types of touches we recommend to effectively nurture a prospect.
Why Single-Touch Doesn’t Make Sense in a Multi-Touch World
Modern B2B Marketing
JANUARY 24, 2014
One of a marketing report’s most important functions is the link between revenue and the campaigns responsible for generating that revenue. Using a single lead source used to make sense, back when buying was a simpler and more streamlined process. The Multi-Touch Solution.
My Campaign Sucks…Now What?
MARCH 28, 2017
It took three months to launch that marketing campaign from start-to-finish. The campaign numbers still aren’t great. But has your campaign even run for long enough at this point to know whether or not it is performing well? Is your idea of a campaign the same as mine?
We Tried Launching A Full B2B Marketing Campaign From Start To Finish In 1 Day – Here’s What Happened
JANUARY 15, 2016
What would you do if you only had 24 hours to create a complex B2B marketing campaign that involved your entire team? But, when all was said and done, we launched (what is, in our humble opinion) a really awesome campaign. Monday, late afternoon: Pre-campaign day objective selection.
What We Learned From Our Latest Account-Based Marketing Campaign, CMO Box [Data]
APRIL 5, 2016
This past month, we continued to experiment with different ABM campaigns by launching our first account-based mailer campaign. Here’s how we did it, as well as the results of the campaign and what we learned. Here they are: Campaign Results.
QOTD: Are You Managing Your Event Check-In Process the Best You Could Be?
Modern B2B Marketing
AUGUST 28, 2015
Marketing automation software empowers marketers by creating workflows to automate marketing programs, campaigns, and processes, including event management and promotion and post-event follow-up with targeted messaging that takes their persona and event attendance into account.
The (Unwelcome) Death Knell of First and Last Attribution
MARCH 31, 2017
First and last touch attribution is quickly dying. Figuring out how to attribute performance to an asset or campaign is a tricky subject for marketers. We could pull them up and present to management the ROI of any given marketing campaign. Long live multi-touch attribution!
How One Company Increased Lead Gen by 2000 Percent - Case Study
MAY 4, 2015
Using cross channel marketing and multi touch campaigns, Oracle Marketing Cloud helped ARC Document Solutions achieve astonishing results including a 2,000% increase in lead generation in the first year alone. Lead Nurturing Marketing Automation Marketing Automation Process (MA
New Report Confirms Immaturity of Most Marketing Automation Deployments
MAY 14, 2012
The keys to marketing automation ROI lie not in features but in strategy, collaboration, metrics, and the development of more sophisticated, multi-touch, triggered campaigns.
7 Things to Know Before You Run an App Install Ad Campaign
AUGUST 31, 2015
According to a new report from eMarketer , “the flooded app marketplace means paid install campaigns are a must.” Indeed, advertising is a big part of today’s app marketing toolkit, with acquisition campaigns attracting bigger and bigger chunks of their ad budgets.
Wayne Morris, CVP of Marketing, Microsoft Business Solutions: Best Practices on How to Optimize the Full Life Cycle of Global B2B Marketing
JUNE 10, 2015
In this episode of Moneyball for Marketing, Wayne discusses the complex challenges of B2B marketing in a world where sales cycles are long, buyer journeys are nuanced, content is varied, contact is multi-touch and attribution is elusive.
Infographic: 4 Marketing Analytics That Matter For Driving Revenue
AUGUST 12, 2015
Too often markers talk about activities instead of outcomes – for example, how many campaigns you ran, how many trade shows you participated in, how many new names you added to the lead database.
7 Stages of B2B Marketing Sophistication [Which Level Are You?]
AUGUST 9, 2016
It’s a multi-faceted process that spans months to years of a buyer’s journey. B2B marketers in this stage use a blogging platform or CMS , have a couple of channels, and mostly run awareness-stage campaigns. first-touch, lead-create, or opp-create).
4 Mistakes Paid Media Marketers Make When Calculating ROI.And How To Fix Them
SEPTEMBER 19, 2016
A multi-touch attribution solution will tell you how much revenue is generated by paid media overall, as well as by specifics, like by campaigns, keywords, ads, etc. Mistake 1: Using a single-touch model.
What Is Algorithmic Attribution? And Why Should B2B Marketers Care?
JANUARY 18, 2017
that were generated by each channel, campaign, ad, etc. -- then, is the foundation for measuring, analyzing, and mapping the customer journey. On one hand, single touch models are relatively easy to implement and understand, but they clearly don’t represent the full customer journey.
How To Measure Paid Media ROI (ROAS)
AUGUST 22, 2016
Through proper tagging (UTM parameters) or through ad network integrations, many B2B marketing analytics are able to track traffic from channels or campaigns and properly attribute lead generation. First, are your campaigns resonating with big targets or just the low hanging fruit?
5 Stages of Marketing Operations, the Unicorns of B2B Marketing
DECEMBER 14, 2015
They oversee nurturing processes, and monitor the metrics that all of these initiatives generate. Also responsible for data hygiene, they structure the reporting processes and evaluate overall return-on-investment.
Atri Chatterjee, Act-On Software CMO: The Top Challenges Facing Integrated Demand Generation Marketers and How to Overcome Them [Podcast]
JANUARY 15, 2015
The buyer’s journey today involves a constellation of information sources buyers can use to get smart about competing products before they ever engage in the actual buying process.
Introducing: The Bizible Partner Program for Marketing Operations Agencies
JUNE 16, 2016
Bizible’s B2B attribution solution is the perfect complement to this process. Bizible delivers omni-channel, multi-touch attribution by connecting to Salesforce and integrating with marketing automation systems.
You’ve Set Up Marketo And Salesforce -- Now What? Why You Still Need Attribution
MARCH 30, 2016
B2B marketing operations professionals have successfully staked a claim as marketing automation data process experts. What she’s missing is a multi-touch attribution solution -- something that plugs into both the marketing automation platform (e.g.
[Infographic] The Periodic Table of Elements for B2B Marketing Attribution
JANUARY 6, 2016
The following infographic takes each section of elements and explains how they apply to the process of B2B marketing attribution tactics. Attribution is the process of attributing revenue to specific marketing activities that contributed to the conversion of those customers.
Marketing Performance Management: Tactics to Increase ROI
JULY 12, 2016
Marketing Performance Management is the process of tracking marketing campaigns to evaluate performance, and then using that performance data to inform future budget decisions. The most important process in marketing performance management is measurement and tracking.
7 Benefits of Attribution Realized by B2B Marketers
OCTOBER 5, 2016
1] Clear view of the entire purchasing process. Marketers who use attribution consistently attest to a greater level of visibility into their marketing strategy, which means that they’re able to see the entire purchasing process of a lead/contact from beginning to end.
[INFOGRAPHIC] The Periodic Table of ABM Elements
AUGUST 18, 2016
Using the individual elements, you can start to build your ABM campaigns and see exactly what each campaign requires. Attribution is the process of connecting marketing data to sales data in the CRM (element 47).
The High ROI of Attribution: A Total Economic Impact™ Study by Forrester Consulting on Behalf of Bizible [Infographic]
JANUARY 27, 2017
According to the TEI study, “By acting on the real-time marketing performance data and insights delivered through the Bizible multi-touch marketing attribution solution, the composite organization reduced its cost per marketing qualified lead by 36%.”.
5 Questions B2B Companies Should Ask Their Paid Search Agency
JANUARY 11, 2016
And, it was a tedious manual process to link those leads directly to the opportunities created and the revenue generated in the long run. Should we switch to a multi-touch attribution model? if they would consider moving to a multi-touch model.
Here’s An Industry Analysis Of The Most Effective B2B Marketing Channels
OCTOBER 23, 2015
Generating revenue for financial services may depend on personal consultation, lengthy consideration process for prospects, or seasonality (tax), each of which can be addressed via email campaigns. The dominant models in use today are single-touch models.
What Is Adaptive Analytics? And Why Does It Matter For B2B Marketers?
FEBRUARY 22, 2017
Because adaptive analytics leverage prospect and customer data, it’s important for orgs to have accurate CRM and multi-touch attribution data before adaptive analytics can really be effective. Adaptive analytics is a new term for most B2B marketers.
How to Scale Your Marketing Strategy Without Sacrificing Engagement
Modern B2B Marketing
MARCH 27, 2017
To keep pace with the proliferation of new touchpoints, marketers need a scalable strategy for managing programs and tracking revenue that tips the balance of campaign cost vs. results in their favor. Manually rebuilding programs, materials, and workflows from scratch for new campaigns.
Why Taking A Full-Funnel Marketing Approach Is Critical
JULY 7, 2016
Prospects are going through a lot more of the buying process online and on their own, which is expanding the potential impact of marketing to the entire funnel. Through a multi-touch attribution solution, marketing activities can receive revenue credit no matter where it impacts the funnel.
How Is Marketing Attribution Different Than Other Marketing Measurement Tools?
OCTOBER 27, 2015
Marketo, Eloqua, Pardot, Hubspot), focuses on lead creation and typically looks at attribution measurement from a broad channel or campaign perspective. Without that first touch, would the visitor have come back to request a demo? What multi-touch attribution model are we using?
Why Account-Based Reporting Is Essential To Successful B2B Marketing
JANUARY 13, 2016
Account-based reporting helps B2B marketers improve on the last 4 steps of the ABM process. And you need middle-of-the-funnel touchpoints data to understand who in each of the accounts you have contacted (touched). Large deal sizes require a different marketing approach.
Marketing is More than Automation
AUGUST 18, 2016
There is a back story to the development of the process called Account Based Marketing and that story was published in this blog by LeanData, Inc.: “In They discussed an intriguing idea – creating campaigns specifically tailored toward individual accounts. So we did some research around the idea and developed a process for it.’. In 2003, Bev Burgess , SVP ITSMA Europe, was the host of a get-together in London.